Link This |
Email this |
Blog This |
Comments (0)
Do The Outsides of Your Packages Match the Insides?
July 30, 2007
by Caroline Stanley
In our new book, we talk a lot about building a jewelry wardrobe. To get to the point that each customer has a working jewelry wardrobe, they must first shop -- hopefully with a jeweler.
There, they can choose jewelry that looks great, fits great and probably shows a bit of their inside personality on the outside, through jewelry.
Packaging, boxes, gift-wrap, etc. is a similar item, showing your customers a bit about your store through a simple gift wrapped box. We all know the Tiffany box, one of the more outstandingly recognizable jewelry packages. It's appropriately on the front of their website.
I was hit with a bit of great packaging last week as I went to pick up new glasses. I don't have to wear them all the time, but while driving is helpful, so I went ahead and purchased glasses that had magnetic shades that attach/detach to wear with them.
When I went to pick them up, I was knocked out by the packaging.
Elaborate packaging, likely a bit costly, on a $250 purchase. Interesting. It immediately re-affirmed my purchase by giving me something extra for nothing extra (in dollars). Of course, I will absolutely confirm that it's non-practical packaging -- I certainly won't be carrying it around as I would a regular eyeglass case.
Shopping Summary:
New glasses: $250
Elaborate Packaging: $0 (to customer)
Customer Reaction: Priceless
Today's Jewel
Are your customers knocked out when they pick up their new item? Especially if it's a pricey one? Are you giving her an extra case and jewelry cleaner? Pretend you're a customer and picking up your new purchase (yes, stand on the OTHER side of the counter). Are you knocked out? You should be.
Posted by Caroline Stanley and Cynthia A. Sliwa on July 30, 2007 | Comments (0)
